My Tech Transition: How Ama Udofa Went From Writer To Content Marketer

Ama Udofa's love for telling stories led to his participation in various writing competitions before starting a career as a writer then making the move to tech.

My Tech Transition is a monthly ConTech series that shines a spotlight on Africans who have successfully transitioned into tech.

Written by David Onugha.

Ama Udofa's love for telling stories led to his participation in various writing competitions before starting a career as a writer in a number of organisations, including beloved culture magazine, Zikoko. 

Currently the Head of Content Marketing at Vendease, a procurement platform for food businesses in Africa, he tells us how he made the move to tech. 

What’s your current role in tech and what does it entail?

I lead a content team as part of the marketing department at Vendease Africa. My job is to create an information infrastructure for food businesses in Africa. This includes creating guides, product descriptions, ads, updates, emails and more. 

What I do involves engaging customers, reaching out to them, and getting feedback or testimonials. It's about strategising how to communicate the value of the product and company, as well as improving its overall brand image. 

For me, brand marketing, comms, and product marketing all come together under one roof as content marketing.

Tell me about your writing journey.

When I got into university, I read Chimamanda Adichie's Americanah, and I just knew I wanted to be a writer. So I started a blog and began submitting my work to magazines and various competitions. I managed to win a few prizes and secure a couple of publications. 

In 2018, I had a girlfriend who questioned why I was giving away my writing for free. She introduced me to a content mill, where I wrote for ₦1 per word. A friend later convinced me that I deserved better compensation for my work. So, I raised my rates to ₦5 per word, which made me lose a few clients but opened me up to more opportunities for higher-paying gigs. 

My path continued to evolve, and in 2019, after moving to Lagos, I found myself working as a PR writer for a nonprofit. There, I went from writing stories and conducting interviews to handling social media management and email marketing. Over time, I found myself heading the marketing efforts for various projects and events.

That’s impressive.

From there, I was recommended for a position at a tech startup in the US. I started as a writer, but my role quickly expanded to operations, administration, sales, and marketing. I essentially took on the role of a COO, even though my job title did not reflect that.

After two years in that role, I decided to quit due to the toll it was taking on my well-being. I took a two-month break to recharge and contemplate my next move. Then I landed a position as a writer and editor at Zikoko before moving to Vendease. 

You’ve had a really robust career. What do you credit for that?

My career has been defined by my ability to identify areas for improvement and offer solutions, even when my job title might suggest otherwise. I've just always been someone who loves to tell stories and solve problems. 

Do you have a process for upskilling or covering the skill gap when you take on new roles?

I am easily bored and distracted, so I tend to abandon courses, especially the ones I pursue on my own. I've completed a few, but I've abandoned more. However, I've come to learn that no matter how much theoretical knowledge you have, nothing is as important as executing. 

I have a very wide range of skills that I've picked up just because I needed to get a job done. The first time in my career that I worked with a full marketing team was when I joined Zikoko.  Before then, I was usually the only marketing person, and I had to do everything myself.  

Sometimes, I picked up certain skills on the go if I noticed that they were needed for say, a campaign I was running. I have had to learn skills like graphics design, video editing, content creation, and sales and marketing strategies, among others. I normally do not like sales but I have to sell ideas to the CEO, investors and audience so I had to pick up this skill. 

The only way to move forward is to apply whatever skill you learn. Nobody cares about your degree or certification in today's world, as long as you're doing the work and excelling. So, whatever you need to do to get the job done, do it, and if you need help, ask. That's how I've been able to upskill.

Do you experience imposter syndrome as you take on new roles? How do you deal with it?

Imposter syndrome, for me, is a constant battle. It's me trying to prove to myself that I'm worthy. What I've come to realise is that I'm a competent person, and I've done some good work. I'm learning to accept my flowers, especially in public. 

Before, I was content with just being in the shadows and not seeking any recognition, but now I've learned how to be visible. The reason I'm here or why I'm being offered opportunities to speak is because I have proof of concept. So, I'm learning to accept my worth and be kind to myself.

How do you balance your creative side with the technical aspect of your work?

Since I know the rules of creative writing and I know the rules of marketing, I can break them because I have creative licence and trust my audience to understand. However, I make sure to use clear language even when I'm being creative. 

Balancing both sides involves a lot of self-editing, introspection, and self-awareness. I read my work over and over again until it gets cringy, and even then, I continue to read. 

As someone who has worked across various industries, what’s your favourite part of working in tech?

I like food a lot, and I do a lot of food tourism and restaurant hopping. I enjoy the fact that I work in food tech because it helps me interact with people behind the scenes, beyond the table. When you go to a restaurant, you eat, and you don't know all the things that had to happen to make it possible. 

I've gone into restaurant kitchens and visited farms, just to see how food is moved from point A to point B. It's really exciting to see all the problems that we have in the food industry in Africa, and how the company that I work for is trying to solve them. It's interesting to be a part of that, in addition to the money in tech. 

What job search hack has worked for you?

Something that has worked for me is being visible and putting my work out there. People have seen my growth publicly over the years, and it's helped me get noticed. I didn't apply for my current job; people saw my work and recommended me.

When applying for a job, it's important to know the value that you want to add. During my interview with Vendease, I came prepared with a pitch and talked about things I wanted to do for the company. They loved it and I was hired. 

I've become a hiring manager, and I've noticed that a lot of people send out job applications without tailoring their skills to the job or knowing how to pitch themselves. As a marketer, you need to know how to write a basic pitch — a value proposition highlighting what the company needs and the steps you'll take to help them reach these goals. 

What are the skills you look out for in a content marketer? 

The first thing is problem-solving. Once you go beyond the basic, rudimentary skills, what we're really trying to do is help people solve their problems. That's basically what marketing is. Content marketing is about creating resources for people to consume and improve their lives. 

I also think that thoroughness and attention to detail make a good content marketer. You can't apply for a content marketing role if your work is full of errors. When I see your work, it should tell me that you can think through things and that you're level-headed. There's nothing more frustrating than having to correct someone repeatedly for the same mistakes.

I also look for people who know how to meet deadlines, manage their tasks effectively, and prioritise. In content marketing, there are always multiple tasks. Being able to communicate well is also crucial. You shouldn't have to wait until the deadline before giving excuses. 

It's a mix of different soft and hard skills, but doing good work, having a strong portfolio, knowing how to solve problems, thinking critically, and adapting to new challenges are essential. Content writing is evolving, and AI is becoming more capable. So, content marketers need to know how to connect with people, solve their problems, think critically and be creative.